It may come as a surprise that when 350 slices of pizza are sold every second in the US, that one of the world’s largest fast food pizza chains, Domino’s Pizza, is telling its 5000 US stores to slow down.
Despite being responsible for delivering 400 million of the 3 billion pizzas consumed in the US last year, after the debut of its Handmade Pizza Pan, Domino’s is now revealing slower is better.
Just that little bit longer
After decades of touting speedy-pizza making and delivery, a national campaign for the Handmade Pan Pizza is informing consumers that the fresh, never-frozen dough takes a bit longer to make and bake.
In a world of instant gratification, the chief marketing officer, Russel Weiner, has his work cut out. “The word is spreading, but there are still many people out there who’ve yet to try our Handmade Pan Pizza. Our hope is that by continuing to tell the story of what makes this awesome product so unique to our menu, that people will continue to discover that Domino’s is now in the pan pizza game,” he says.
The ad campaign explains that while slowing down has never been a part of the Domino’s culture, especially since the company has held the award for World’s Fastest Pizza Maker competition since 1983, that waiting just that little bit longer for the base to cook is the right thing to do.
There are in excess of 69 000 pizzerias in the US with the average American consuming 46 slices per year.
In 2012 Domino’s Pizza delivered over 400 million pizzas – which means just over one pizza for every person in the US.
Domino’s Pizza operate over 9 000 stores in more than 60 countries, and covers more than 22 million kilometers in deliveries every week.